Industry:Financial Services Enterprise Rebrand Country Base: USA Below: Before Images, Rebrand Images, Summary, Credits
30 sec tv spots: small business and consumer
Summary:
Industry Setting:
- One of largest locally-owned financial institutions in Omaha metro area
- Member owned
- Membership open to residents of 4 local counties
- Founded in 1946 as military-only institution (SAC stood for Strategic Air Command )
- Recently opened membership to general public
Challenge:
- Low unaided brand awareness
- Membership eligibility unclear to non-members
- Membership benefits unclear to non-members
- Dated/military affiliated brand perception
- Non-members default to traditional banks as primary financial institutions
- Traditional banks have larger, more aggressive marketing budgets
- Simplify conversion process
Strategy:
- Used Voice-of-Customer survey and Brand Landscape Review to inform brand strategy, new identity, and multi-media campaign
- Updated SAC's look and feel to combat military only perception and reach wider, more progressive audience
- Targeted 70% non-credit union members by touting SAC offers as a differentiator from traditional banks, informed ease of joining, offered solid proof points through multiple channels, and directed audience to a dedicated conversion site
- Focused campaign at 30% brand awareness, 60% proof points, and 10% call-to-action
- developed SAC Innovation Team to provide 100% of staff with updated Brand Ambassador Training and product education
Result:
- grew assets by 33% annualized
- grew membership by 10%
- increased both aided and unaided awareness
- rebrand launch was met with company wide enthusiasm and a new found sense of employee pride resulting in uniform/consistent/energetic messaging at all employee-customer touch points
- transformed a dated, confused brand into a modern, progressive, thriving brand befitting of it's proud members and employees
